Do you want to stand out in the saturated market and grow a successful jewellery brand?

There is more reason than ever for the need to create a strong jewellery brand in 2025 if you run a jewellery business.

But what exactly IS a ‘brand’?

In my opinion, the strongest most successful jewellery business have created brands - this means that they known for a particular style, feeling, technique or mood.

Customers come to them for a specific style or look, and everything they create - from the actual jewellery to the website - looks and feels like part of the brand.

What is the feeling you’re selling?

You want to make customers feel something when they come across your business, spark a feeling that they associate with your work.

This is what adds value to your work that is hard to quantify - and why customers happily pay way over the market price for jewellery from brands like Cartier, Jessica McCormack or Chanel.

They feel ‘cool’ when they purchase a JmC piece - not because it’s expensive, but because through all her customer touchpoints she’s made them feel a certain way.

It’s why all the touch-points are so important - the website, the logo, the colour palette, the photography, the packaging - it all makes an impact in your customers’ minds.

Who are the best jewellery brands?

Really good examples of jewellers who have created 'brands’ in my eyes are Rachel Boston, Ruth Tomlinson, Hannah Martin, and Fernando Jorge - they have a consistent, recognisable style, people come to them for that style, and they can design freely within the umbrella of their brand and everything makes sense within it.

My mission is for all the jewellers who take my course to create such a strong idea of their brand that they can design a simple solitaire ring and we would know it was by them

This is what I aim for my Golddust Masterclass students to aspire to - a really clear offering, products that speak to each other work coherently and clearly as collections, and each collection relating to the previous ones but showing progress and evolution.

This is why we spend 2 weeks of the 6 week Jewellery Masterclass working on authentic design, the importance of a signature style, what a signature style means to your customers, hero products, showstopper products, collection development, and collection scope - before we even consider the other elements such as website design, photography, social media and routes to market

With the jewellery market at saturation point, the only way to stand out is to know exactly what your work is about, amplify that feeling and style across all your products and across your entire business, and become KNOWN in the market for something.

The GoldDust Masterclass is the ultimate jewellery business course, and will help you to grow a strong, distinctive business that stands the test of time.

Sign up or find out more on how to start a jewellery company or grow yours…

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